In 1900, Buffalo was the eighth-largest city in the United States, a major railroad hub and the largest grain-milling center in the country. By the 1970s, however, the Nickel City had lost much of its shine. To combat the negativity produced by high unemployment and mass exodus as industries shut down and people left the Rust Belt for the employment opportunities of the South and West, adman Alden Schutte produced the Talkin’ Proud campaign. Buffalo residents were frequently serenaded with the song, which sounds like an outtake from the Cannonball Run soundtrack, replete with brassy horns, handclaps, and ringing church bells. “Buffalo's got a spirit, talkin' proud, talkin' proud!"
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